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Transcript of Marketing Research 2007
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January 10, 2007 (Ver 1.0)
Devbrat Kumar
Marketing Research Overview
Session 1
Tango meets Charlie
Tango Charlie
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Friends, Meet Mr. Tango!!
Hi! I am Tango.
My family owns one of
the largest beveragebusinesses of the
country We have
traditionally been into
making and marketing
aerated drinks..
Now I want to start my
own business
The rule of the game is
that it has to be a
business related to our
familys beverage
expertise..
Tango
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Mr. Tango needs help!!
I love oranges. and
therefore I have
more or less decided
to make and market
an Orange Juice
with a difference..
But.how do I go
about it???
Tango
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Mr. Tango is confused..!!
????
?
Different??
? But whatdifference?
Who should
be my TG?
What
should be
the name of
the
product?How should
I promote
it?
What
should be
the price?And pack
What
should be
the looks
of thepack?
Where
should I
promote it
and how
oft?
How do I know if
my TG is aware
of my product?
And is liking it?
Tango
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Decisions required at every stage of
PLC..
Introduction Growth Maturity Decline
Tango
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Mr. Tango needs to take decisions
Tango
Informa
tion
Gutfe
el
Informat ion is Power
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Tango meets Charlie
TangoCharlie
Hello,
I am the CEO of aMR firm called
Chaplin
consultancy!
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Welcome to the world of Marketing
Research Mr. Tango
TangoCharlie
Marketing Researchthe pr oces s of s ystema tica ll ygath ering, an aly zi ng an d i nt erpr etingdat a pertaini ng to the co mpa ny 'smar ket, cu stom ers a nd co mpetit ors,with the goal of i mpr ovi ng mar ket ingdecisions
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Market research and marketing research are often
confused.
'Market' research is simply research into a specific
market. It is a very narrow concept.
'Marketing' research is much broader. It not only
includes 'market' research, but also areas such as
research into new products, or modes of
distribution such as via the Internet
MR = Market Research or
MR = Marketing Research???? Charlie
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Session 2
PLC and MR
Tango Charlie
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Introduction Growth Maturity Decline
Scope of Marketing Research:
Need assessment through U&A: Usage and Attitude Study
Concept testing: Product, Name, Packaging, Price, Ad
Actual Product testing
Ad testing
Test marketing
Market segmentation
Demand Estimation
Charlie
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Introduction Growth Maturity Decline
Scope of Marketing Research:
ATU (Awareness, Trial and Usage)
Brand Health Monitor, Brand Track
Ad effectiveness, Ad track
Sales Forecasting Customer Satisfaction Measurement
Other Stakeholders relationship assessment
Charlie
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Introduction Growth Maturity Decline
Scope of Marketing Research:
ATU Brand Health Monitor, Brand Track
Ad effectiveness, Ad track
Customer Satisfaction Measurement
Other Stakeholders relationship assessment+
Fresh rounds of U&A to identify new concepts
New concept testing (Variants).
Charlie
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Types of MR:
Concept testing - to test the acceptance of a concept by targetconsumers
Brand name testing - what do consumers feel about the names ofthe products?
Segmentation research - to determine the demographic,psychographic, and behavioural characteristics of potentialbuyers
Usage and Attitude study:When and how a product isconsumed? What other products are in the consider set(Competing products)? What does a consumer feel about theproduct?
Consumer decision process research - to determine whatmotivates people to buy and what decision-making process theyuse
Test marketing - a small-scale product launch used to determinethe likely acceptance of the product when it is introduced into a
wider market
Charlie
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Types of MR:
Demand estimation - to determine the approximate levelof demand for the product
Pricing Research: To determine the optimum price levelfor a product / service
Price elasticity testing - to determine how sensitivecustomers are to price changes
Sales forecasting - to determine the expected level ofsales given the level of demand. With respect to other
factors like Advertising expenditure, sales promotion etc.
Charlie
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Types of MR:
Positioning research - how does the target market seethe brand relative to competitors? - what does the brandstand for?
Brand equity research - how favorably do consumers viewthe brand?
Advertising Effectiveness research - how effective areads - do potential customers recall the ad, understandthe message, and does the ad influence consumerpurchasing behaviour?
Customer satisfaction studies - exit interviews or surveysthat determine a customer's level of satisfaction with thequality of the transaction
Charlie
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Types of MR:
Mystery shopping - An employee or representative
of the market research firm anonymously contacts
a salesperson and indicates he or she is shoppingfor a product. The shopper then records the entire
experience. This method is often used for quality
control or for researching competitors' products.
Charlie
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Session 3
Types of MR
Tango Charlie
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Types of MR:
All of these forms of marketing research can beclassified as eitherproblem-identification researchor as problem-solving research.
A similar distinction exists between exploratoryresearch and conclusive research.
Charlie
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Types of Research
By objective
By tenure
By user group
By design (output/ analysis)
By data source
Charlie
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Types of research:
By objective:
Exploratory
As the term suggests, exploratory research is often
conducted because a problem has not been clearlydefined as yet, or its real scope is as yet unclear. Itallows the researcher to familiarize him/herself with theproblem or concept to be studied, and perhaps generatehypotheses (definition of hypothesis) to be tested
Conclusive Conclusive research is meant to provide information thatis useful in reaching conclusions or decision-making
Descriptive
Causal
Charlie
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So if I do a
research to
understand what is
the perception
about OrangeJuice in the minds
of different user
groups. Will it be
Exploratory in
nature?
and if I do a
research to
confirm my hunch
that children like
orange juice morethan any other
health drink will
it be conclusive
in nature?
Tango
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Types of research:
By Tenure:
Ad Hoc
Focuses on specific marketing problems. They
collect data at one point in time from one sample
of respondents.
Continuous/ Tracks
Interview the same sample of respondents,
repeatedly.
Charlie
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I See so if I do a
research now to
understand the
usage and attitude
of my Targetgroup it will be
ad hoc. Right? and if later on
(when my product is
launched) I form a
panel of households/
individuals that would
continue to give
feedback to me aboutmy product and
competition products
at regular intervals.
It will be a
continuous
research?
Tango
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Types of research:
By User Group:
Custom
Custom research is work commissioned for a specific
organisation/ user.
The commissioning organization holds the intellectual property
rights on reports and other materials generated by the project.
The research design is often tailored to meet specific
requirements of the commissioning organisation
Syndicated
Syndicated research studies are developed by research firms,which sell subscriptions to the studies to private and public
sector clients.
These off-the-shelf products often contain trend information on a
variety of topics. Copyright and management of the studies
content rest entirely with the market research firms.
Subscribers are prohibited from distributing the information to
any other non-subscribing parties
Charlie
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Mr. Tango has understood
If I commission a
research for my
exclusive use it
would be a custom
researchBut if I subscribe to the
report of retail auditsurvey conducted by
ORG MARG that projects
the sales/ shelf off-take
volume of all major retail
commodities (Brand
wise) across country I
will be subscribing to a
syndicated studyEven my competition
would be having access
to this report if he pays
for it!!!
Tango
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Mr. Tango has a question
Why do we need
syndicated stuff?
It is after all
openinformation.?????
Syndicated research is
sometimes the most
cost-efficient option for
meeting research needs,
because the costs of
research are shared by
the subscribers
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Types of research:
By Design:
Qualitative
Qualitative research involves analysis of data such as words
(e.g., from interviews), pictures (e.g., video), or objects (e.g., an
artifact).
The aim of qualitative analysis is a complete, detailed description
Qualitative data is more 'rich', time consuming, and less able to
be generalized
Less Sample size
Quantitative Data is in the form of numbers and statistics
In quantitative research we classify features, count them, and
construct statistical models in an attempt to explain what is
observed
Quantitative data is more efficient, able to test hypotheses, but
may miss contextual detail
Often large sample sizes
Charlie
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If I just want to
understand what my
TG feels about the
benefits of an
Orange juice and if
want a descriptive
report I want a
qualitative
research.... Right?
.and if I want to do a
research where I want
results in terms ofnumbers such as what %
of my TG is and what
% of my TG is aware of
Tangoand what % is
likely to purchase the
new orange juice
Then it has to be
Quantitative in natureTango
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Types of research:
By Data Source:
Primary
This type of research is based on information gathered by the
research agency first hand
The data collected is specific to the research need
Secondary
This type of research is based on information gleaned from
studies previously performed by government agencies, chambers
of commerce, trade associations and other organizations.
Secondary research occurs when a project requires a summary or
collection of existing data
Charlie
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Mr. Tango has understood
If I commission a
study where 200
children are
interviewed to give
me insights about
their liking towards
Tango it is a
primary research
But if I go to the internet
and do a research on the
Juice market in India
and also do a researchon Child psychology.
It is a secondary
research
Tango
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Session 4
Step in MR
Tango Charlie
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Charlie
Lets now understand
how do we go about
designing and
executing a research
project
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MR Agencies in India
IMRB International
AC Nielsen ORG MARG
TNS
Indica Research
Hansa Research
Market Probe
Three
Biggies
!
Others
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Step 1: Research Objective
Why are we doing the research?
Sets the boundaries defines the scope
The foundation of research..
Clear understanding of What is expected out of theresearch?
Unambiguously worded
TangoCharlie
Research Brief
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Step 2: Research Design
Research design provides the framework/ skeleton
that holds the research project together.
A design is used to structure the research,
Determination of the type of research that needs to
be done..
Qualitative or Quantitative or a mix.?
What kind of experiment design?
Charlie
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Step 3: Sampling
Sampling is required because we cannot do a
census every time
Sample should be adequate in size Statistical
accuracy at a decent confidence level is the key tosample size
Sample should represent the universe..
Sample Size Determination
Sampling techniques
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Step 4: Data Collection method/
Instrument
Data collection methods:
Observation
Questionnaire
Charlie
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Step 5: Data Collection
Time for action.. The real thing.
The input to the whole mechanism..
Always remember the concept: GIGO!!!
Telephonic
Web
Face to Face
Self Administered
Mailers
CATI
CAPI
Charlie
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Issues in Data collection
Be careful of:
Errors in selection of respondents
Non-response errors (i.e. failure to get data from selected
respondents)
Errors created by the method of seeking data/ Error instimulating the responses
Interviewers bias
Cheating!!!
Charlie
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Some quality checks:
Scrutiny
Accompaniments
Random Back-checks
Charlie
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Step 6: Data Analysis
The Throughput.
Lets make best use of the precious data..
Frequency counts
Cross tabs
Multivariate
Content analysisCase studies
Charlie
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Step 7: Reporting
The Output. Ultimate test
Should meet all our research objectives
Meaningful
Precise
InterestingCharlie
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Session 5
Sampling
Tango Charlie
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Experiment Designs
After only
Before and after
Before after with control group
After only with control group Continuous Panel
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Designing and executing a research
project
Seven steps:
1. Specifying research objectives
2. Research Design
3. Sampling
4. Data collection method/ Instrument
5. Data Collection
6. Data Analysis
7. Presentation/ Reporting
Charlie
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Step 3: Sampling
Sampling is required because we cannot do a
census every time
Sample should be adequate in size Statistical
accuracy at a decent confidence level is the key tosample size
Sample should represent the universe..
Sample Size Determination
Sampling techniques
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Sampling requires:
A universe for sampling (Sample of what?)
A suitable sampling method (How?)
An appropriate sample size. (How much?)
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Sampling methods
Probability method:
Every item in the universe has a known chance, or
probability of being chosen for sample
Non Probability method
are those that do not provide every item in the universe
with a known chance of being included in the sample.
The selection process is, at least partially, subjective.
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Probability methods
Simple random sampling
Stratified (random) sampling
Cluster sampling/ Area Sampling
Systematic sampling
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Non Probability methods
Convenience Sampling
Judgment Sampling
Quota Sampling
Special forms:
Group interview Sample
Shopping mall intercepts
Controlled panel
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Sample Size Estimation
Confidence interval /Margin of error:
The measurement that I have taken falls within what % of
actual figure
Confidence levels:
Out of 100 times that I measure how many times my
measurement will fall within the permissible error margin.
http://c/Documents%20and%20Settings/Devbrat.Kumar/Working%20folder/temp/SampleSizeCalculator.exe -
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Session 6
Instrument and Scale
Tango Charlie
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What is an Instrument in MR?
Measurement tool..
Doctors stethoscope, BP machine, Thermometer
so to speak..
If the measurement instrument is faulty ????
Use of right scale is the key
Structured, Semi Structured,
Open ended, Close endedFunnel, Inverted funnel
Types of ScaleCharlie
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Introduction to Measurement Scales
Why do we need a Scale?
Simple!..To measure
But remember to use the right scale. You cannot use a thermometer to measure BP.. Can
you?
Charlie
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Types of scale
Data comes in various sizes and shapes and it is
important to know about these so that the proper
analysis can be used on the data. There are usually
4 scales of measurement that must be considered
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale
Charlie
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Nominal Scale
Nominal Data
classification data, e.g. m/f
no ordering, e.g. it makes no sense to state that M > F
arbitrary labels, e.g., m/f, 0/1, etc
You are only allowed to examine if a nominal scale
datum is equal to some particular value or to count
the number of occurrences of each value. For
example, gender is a nominal scale variable. Youcan examine if the gender of a person is F or to
count the number of males in a sample
Charlie
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Ordinal Scale
Ordinal Data
ordered but differences between values are not important
e.g., rank on a scale of 1..5 your degree of satisfaction
You are also allowed to examine if an ordinal scale
datum is less than or greater than another value.
Hence, you can 'rank' ordinal data, but you cannot
'quantify' differences between two ordinal values.
For example, ratings of eating establishments where10=good, 1=poor, but the difference between an
establishment with a 10 ranking and an 8 ranking can't
be quantified
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Ratio Scale
Ratio Data
ordered, constant scale, natural zero
e.g., height, weight, age, length
You are also allowed to take ratios among ratio
scaled variables. Physical measurements of height,
weight, length are typically ratio variables. It is
now meaningful to say that 10 m is twice as long as
5 m. This ratio hold true regardless of which scale
the object is being measured in (e.g. meters or
yards). This is because there is a natural zero
Charlie
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Mr. Tango has a question:
What is a
Natural
Zero???
Some scales of measurement have a natural zero and some do not. Forexample, height, weight etc have a natural 0 at no height or no weight.
Consequently, it makes sense to say that 2m is twice as large as 1m. Both ofthese variables are ratio scale.
On the other hand, year and temperature (C) do not have a natural zero.The year 0 is arbitrary and it is not sensible to say that the year 2000 is twiceas old as the year 1000. Similarly, 0 Degree Centigrade is arbitary (why pickthe freezing point of water?) and it again does not make sense to say that 20degree C is twice as hot as 10C. Both of these variables are interval scale
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Types of Ordinal Scales commonly used in
MR
Graphic rating scale
On an overall basis ,how are you feeling about this course? (Put a tick mark)
or
Disgusting OK Supe
rb!
Three pointFive pointSeven pointTen point
Charlie
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Semantic Differential Scale
How do you feel about the various aspects of this course? (Put a tick mark)
HighQuality
content
LowQuality
content
0123 1 2 3
High
utility
Low
utility
0123 1 2 3
Extremely
interesting
Extremely
boring
0123 1 2 3
Types of Ordinal Scales commonly used in
MR
Charlie
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Other scales
Likert Scale A typical test item in a Likert scale is a statement, the
respondent is asked to indicate their degree of agreement withthe statement.
Traditionally a five-point scale is used, however manyresearchers advocate using a seven or nine point scale
Ice cream is good for breakfast
Strongly disagree
Disagree Neither agree nor disagree
Agree
Strongly agree
Charlie
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Instrument Design
What a typical MR Questionnaire must have. (in
addition to the questions..)
Introduction: Self/ Survey Organisation
Purpose: Why is the survey being conducted and whoare the respondents
How does it benefit you? ,. The Hook/ (Incentive..)
How did we find you? Where did we get your details
from? (If reqd.)
We will keep everything secret.. All responses will
be aggregated
How long this questionnaire will take to complete?
May I proceed?
Charlie
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Instrument Design
Determine what information is wanted
Determine the type of questionnaire to use
Determine the content of individual questions Is the question necessary? Does the respondent have the information requested? Can
the respondent remember?
Will the respondent have to do a lot of work to get theinformation?
Will the respondent give the information?
Are several questions needed instead of one?
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Instrument Design
Determine the type of question to use
Open ended
Dichotomous questions
Multiple choice questions
Determine the scale
What do you like in
Tango?
Do you like the taste of
Tango?
1. Yes 2. No
How do you find the flavor
of Tango2. Too sweet
3. Just the right amount
of sweetness
4. Less sweet
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Instrument Design
Decide on the wording of the questions
Define the issue for respondents clarity
Use simple words
Avoid ambiguous questions / Double barreled
Avoid leading questions
When was the last time someone askedyou what you really thought, cared about
what you said, and LISTENED to the
answer?
Would you vote for John Smith, a man
who has been known to break campaign
promises?
Charlie
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Instrument Design
Decide on the question sequence
Opening questions must win respondents interest
Arrange questions in logical order.
Funnel
Inverted funnel
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Instrument Design
Always pretest the questionnaire.
Charlie
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NPD Research
Concept development/ Positioning research
Concept testing/ Product testing
Product development
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Research at the Concept development Stage:
LateralThinking
..
Laddering
techniqu
eGroupDiscu
ssions
Identify Motivation, BrandClaim/Positioning, CreativeStrategy
Develop AlternativeConcepts for Productpositioning / Advertising
How to Best ExpressKey Claim/Idea
Creativity.. Output
andinp
utsfrom
otherpas
t
research
eslikeUs
ageand
Attitude
Studiesa
mongthe
TG
Researc
htechn
iquesus
ed:
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Research at the Concept test/ pretest stage:
How do I decidewhich of
a number ofcreative ideasto develop?
ConceptAConcept
B
ConceptC
Tango
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Research at the Product development/ pretest stage:
I say my orangejuice is Tangier(Sweet with a hintof sourness) thanothers. It has a
taste that isstronger than
others.
TangOOrange
Juice RealOrange
Juice TropicanaOrange
Juice
Tango
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Research at the Product development/ pretest stage:
But how do Iknow if my
product is reallyperceived as
different fromothers
TangOOrange
Juice RealOrange
Juice TropicanaOrange
Juice
Tango
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Research Designs For Product/ Concept
Testing
Monadic tests
Paired Comparison tests
Sequential Monadic tests
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Research Designs For Product/ Concept
Testing
Monadic Tests.
In monadic testing, a respondent tests a single
product and provides an evaluation of that product.
Data collected typically includes variables such as
purchase interest and ratings on attributes. If there ismore than one product to be tested, matched groups
of respondents would test each product, with the data
collected from each group being compared to each
other
ProductA
ProductB
Evaluation Evaluation
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Research Designs For Product/ Concept
Testing
Sequential monadic:
In this design, each respondent evaluates two
products/concepts (he or she sees one concept and
evaluates it, then the second concept and evaluates
it).
ConceptA
ConceptB
Evaluation
Evaluation
ConceptA
ConceptB
Evaluation
Evaluation
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Test Locations and Blind vs. Branded?....2
Another is should the product(s) be tested blind, meaning withoutrespondent knowledge of the brand name, or should the brandname be obvious?
Blind or unbranded tests will allow for measurement of the truephysical performance of the product, unencumbered by the equity
associated with brand name.
A familiar and well regarded brand name can produce a favorable"halo effect" on the evaluation of the product. In a sense, productperformance can become more a function of the brand image,than the product itself.
For this reason, claims tests of product superiority over thecompetition are almost always blind. However, branded testing ismore realistic, and offers increased predictive validity vis-a-vis ablind test.
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A typical product testing exercise
1. Stimulus development: Make proototypes/ test products
that can be given to the evaluator
2. Decide on the research method: Qualitative or
Quantitative3. Approach the sampled TG representatives (either in
groups or one to one) and show them the products.
4. Show the products (Monadic, Sequential monadic
Design or Paired comparison..)
Rotate the order of giving the products to avoid order bias
5. Record feedback: Statements or Ratings/ Ranking
P d t D l t
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Product Development:
Conjoint technique
Conj oi nt analys is, also called multiattributecompositional models..
The objective of conjoint analysis is to determine
what combination of a limited number of attributes
is most preferred by respondents. It is used
frequently in testing customer acceptance of
new product designs
P d t D l t
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Product Development:
Conjoint technique
Process
The basic steps are:
1. select features to be tested
2. show product feature combinations to potential customers
3. respondents rank, rate, or choose between the combinations
4. input the data from a representative sample of potential
customers into a statistical software program and choose
the conjoint analysis procedure. The software will produce
utility functions for each of the features.
5. incorporate the most preferred features into a new product
or advertisement
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A typical MR agency set up:
Charlie
and last but not
the least let me
introduce you to
my team
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CEO
Researchers
Client
Client interface
Research Design
Questionnaire finalisation
Research Proposal (Time/ cost etc.)
Analysis plan
Report writingPresentation
Field Team
Identification of the respondents (Panels etc)
Quality and Quantity of the sample/ data
collection
Survey Programming team
Questionnaire set up/ design
Analytics Team
Data cleaning
Tabulation
Advanced Analytics on the data
Charting Team
Charting of the tabs as per requirement
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Session 8
Pricing Research
Tango Charlie
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Pricing Research Techniques
Modeling historical data
Experimentation/ Simulation
PSM/ Van Westendorp method
WTP/ Gabor - Granger method
BPTO/ Brand - Price Trade Off
Conjoint Analysis (..already covered in the course) Survey
Methods
Non Survey
methods
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Modeling historical data
It becomes a good option as categories mature and longer period ofhistorical data become available
This approach is potentially very useful the idea is to bypass researchprocedures that use consumers answers to questions to predict
behaviour.
Instead, we look at what people have actually done in the past.
It is particularly helpful in resolving questions on category elasticity - itmay be difficult for consumers to tell us how much more salt,
toothpaste, or airtime they will use if the price has reduced.
.a technique that attempts to model sales as a function of advertisingexpenditure, price, and other variables.
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Experimentation/ Simulation
Yet another approach that is possible: to carry out
experiments in a setting that is as close to real life
as possible to get consumers to part with money.
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PSM (Price Sensitivity Meter)
The PSM was developed by a Dutch Economist, Van
Westendorp, in the mid 1970s. It is actually a refinement
of a technique proposed by Stotzel in the early 1950s.
Typically, the respondent is shown a card with a wide
price range (from the absurdly low to the outrageously
expensive.
Some researchers recommend 31 price points, with thecurrent/ proposed price right in the middle, and intervals
at about 5% of the proposed price.
PSM (P i S iti it M t ) Q ti
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PSM (Price Sensitivity Meter): Questions
asked
The four questions asked are :
at which of these prices does the product become cheap (or
is a good bargain)
at which price does it become expensive
at which price does it become so expensive that you will no
longer consider buying
below what price does it become so cheap that you would
be concerned about its quality
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PSM (Price Sensitivity Meter): Graphs
We can cumulate the answers that we get because if
someone finds a product to be too expensive at Rs.15,
she will also find it expensive at Rs.16.
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PSM : Examining the results1
We can examine the graphs in conjunction.
The intersection of cumulative too expensive with cumulative too cheapyields the optimal price point for the consumer. At this point, the
proportion that find the product neither too cheap nor too expensive is
maximized.
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PSM : Examining the results2
The intersection of cumulative expensive with cumulative cheap/ good
bargain is something like a manufacturers optimum At this price point,we are maximizing the proportion of those who consider the product to be
neither expensive nor a bargain i.e. the goal is to be thought of as not
expensive without giving anything away.
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PSM : Examining the results3 It is customary to treat the range marked out in the diagram as the acceptable
price range. The justification for the lower threshold: below this price, theproportion who consider it to be too cheap begins to exceed the proportion whoconsider it expensive. Similarly, the justification for the upper threshold : beyondthis price point, the proportion who consider it to be too expensive exceeds thosewho consider it to be cheap/ a good bargain.
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PSM : Examining the results4
You can create a kind of demand curve from the PSM by subtracting
cumulative too cheap plus cumulative too expensive from 100% (i.e. proportion finding price acceptable).
100
80
60
40
20
8 9 10 11 12 13 14 15 16 17 18 19 20
100- (Too exp + Too Cheap)
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Gabor-Granger method/ WTP
a series of prices is read out in a random order, and the
respondent asked whether she would buy at this price.
3. How likely is it that you will buy a 200 ml pack of Orange juice for Rs. 10?
4. How likely is it that you will buy a 200 ml pack of Orange juice for Rs. 13?
5. How likely is it that you will buy a 200 ml pack of Orange juice for Rs. 12?
6. How likely is it that you will buy a 200 ml pack of Orange juice for Rs. 8?
7. How likely is it that you will buy a 200 ml pack of Orange juice for Rs. 11?
8. How likely is it that you will buy a 200 ml pack of Orange juice for Rs. 9?
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Gabor-Granger method/ WTP
analysing the result.
100 9894
85
45
20
Rs. 8 Rs. 9 Rs. 10 Rs. 11 Rs. 12 Rs. 13
WTP Tolerance
Zone
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BPTO:
The respondent is shown an array of brands (or models). She is asked
to make a choice. The chosen products price is raised, and then achoice made again.
The choice tasks continue till some criteria is met:
till the respondent says I will not purchase any of these items
till a minimum number of choice tasks is completed (eg. twice the number
of price level in the BPTO problem)
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BPTO:
The brands could be a fixed set of major brands, or based on
the respondents evoked set.
It is essential, however, that a minimum number of brands
should be part of the array even if the respondent has not tried/
does not know about many brands because you could end upwith a low price elasticity simply because there is nothing else to
turn to.
Conventionally the initial array preserves relative price
differences, and begins at price levels below the market price.
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Session 9
Brand Health
MeasurementTango Charlie
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Brand Tracks: Brand Health Monitoring
... is a periodical survey of brand health and brand image
THE GOAL IS TO HELP THE MARKETER TO:
get feedback on the effect of current marketing activities onbrand image, purchase intentions etc.;
obtain information about consumers reactions tocompetitors' marketing activities;
direct the marketing efforts towards more precise targetgroups;
take effective counter actions to competitors marketing
activities; to keep the price and quality equilibrium;
make further marketing plans based on the informationabove
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Brand Tracks: Brand Health Monitoring
COMPREHENSIVE BRAND TRACKING STUDYCOULD INCLUDE
Consumption and purchase habits of the product
category Awareness and trial of the brand under
consideration
Motivators for the trial and Satisfaction with thebrand
Purchase Intent of the brand Advertising awareness and impact of ads
Image of the brand
Brand Health Measurement Model
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Media
TV / Radio / Print /
Outdoors / PoP
Communication
Ad & Brand
Saliency
Brand Positioning
Intention to Purchase
/ Consideration
Sales
Revenue
Market Share
Dealer Reco
Schemes / Promos
Word of Mouth /
Advocacy
Process
Brand Loyalty /
Equity
Input
Output
B d T k B d H lth M it i
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Brand Tracks: Brand Health Monitoring
Brand Salience Brand salience refers to the 'share of mind' your brand has, or how
big/prominent it is in the mind of customers.
The more salient it is the higher the probability that your brand will bethought of at any point in time.
Brand salience differs from brand image in that it is independent of whatconsumers specifically think about your brand. For example, two customersmay associate your brand with totally different attributes but they still canhave the same level of salience.
There are so manybrands available in themarket across productcategories think of abrand. Any brand..Name of which brand
comes to your mind first?
B d T k B d H lth M it i
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Brand Tracks: Brand Health Monitoring
Brand Recall: (Unaided and Aided) Brand Recall is the extent to which a brand name
is recalled as a member of a brand, product orservice class
Common market research usage is that purebrand recall requires "unaided recall". For example
a respondent may be asked to recall the names ofany cars he may know, or any whisky brands hemay know.
When you think ofrefrigerators name
of which brand comesto your mind first?
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Tracking TOMA and ITP.OM Brand Awareness
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1.9
30
23
43
24
4
41
19
42
55
40
2134 33
3
41
17
37
1.32
35
17
43
13
47
2
36
14
46 37
15
45
2
olling - 8 Weekly Data Patna
J A S O N D J F M A M J
2% Tata
37% Reliance
15% BSNL
45% Airtel
GRPs3196 6194
Airtel
3859 1099
Reliance
1773 1220
TOMA
ITP
Correlation between Salience and SoV*mq2a
Based on ecnt = Any of (Bhuwaneshwar) and ui = Any of (IntenRolling 8 weekly data
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17
41
18
58
383536
4551
4127
1312
33
5
33
9
24
13
24
19
A'06 S'06 O'06 N'06 D'06 J'07 F'07 M'07 A'07 M'07 J'07
0
20
40
60
80
100
26
49
26
51
4626
47
20
5254
20
54
19
24
50
g y
ABC O100
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2006Jul Aug Sep Oct Nov Dec
2007Jan Feb Mar Apr May Jun
24% Reliance
50% Airtel
GRPs
0
500
0
7583
A_AG.GRP
GRPs
0
000
0
9390
A_BHU.GRP
GRPs
0
000
0
9111
A_BANG.GRPGRPs
0
000
0
9111
A_BANG.GRP
TOMA
SOVReliances TOMA
has increasedonly when the
brandsufficiently
raised spends
High spends didnot affect
Airtelsmindsharepositively
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. what drives TOMA movements
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1. High share of voice
2. Good creative
3. Support from other media
4. Creating Buzz inthe Market TOMA
..Tracking reasons for intending a
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g g
brand
0
20
40
60
80
100
11
19
0.0
20
2
18
24
3
3526
3
68
1618
77
48
72
16
50
62
18
*mq2g4e
Based on ecnt = Any of (Patna) and ui = Any of (Intender) And
Rolling 8 weekly dataJ J A S O N D J F M A M J
J J A S O N D J F M A M J
50% Price/Scheme/VFM
62% Network Strength
18% Recommendation
GRPs
0
000
0
11458
A_AH.GRP
GRPs
0
000
0
9390
A_BHU.GRP
GRPs
0
000
0
9390
A_BHU.GRP
GRPs
0
000
0
9390
A_BHU.GRP
and some more insights.
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0
20
40
60
80
100
13
0.0
47
7
60
23
65
17
5
64
14
176
56
14
5
61
1222 15
4
45
14
37
3
48
13
35
30.3
4343
12
*mq2f_all
Based on ecnt = Any of (Patna) and ui = Any of (Intender) andRolling 8 weekly data
J J A S O N D J F M A M J
4% ANY TATA0.3% Aircel
43% Reliance
12% BSNL
41% Airtel
GRPs
0
000
0
11458
A_AH.GRP
GRPs8646
ITP
Brand intended for both network and Price/VFM..
Tata IndiImagery
IMAGE PROFILES - mq7x_1_bm
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Airtel Hutch BSNL RelianceTata Indi
com
Market leader 2 0 4 0 -2Becoming popular 1 0 -4 0 2
For someone like me -1 0 3 -1 0Recommended by friends 0 1 1 -2 0
Brand I can trust -1 0 2 -1 0Charges accurately -3 -1 5 -1 0
Cares for the customer 0 0 1 1 -1Responds immd to comp -1 1 1 0 0
Largest network coverage -2 -1 12 0 -4Wide roaming coverage -5 -2 13 2 -3
Easy to get through 2 0 1 2 -2Ads that I like 6 4 -17 -8 12
Is innovative 0 3 -5 0 1Offers the latest tech 0 1 -6 2 2Good range of VAS 4 1 -5 3 -1
New schemes frequently 1 -3 -9 3 5Good value for money -4 -2 5 0 1
Base: Intenders (9056) (8790) (7347) (8947) (9005)
51
61
52
54
51
48
52
52
56
48
59
64
51
53
57
58
49
ImageryAirtel
Market leader 0 -Becoming popular -4
For someone like me -1Recommended by friends 0 -
Brand I can trust -2 -Charges accurately -4 -
Cares for the customer 0Responds immd to comp 0 -
Largest network coverage 1 -4Wide roaming coverage -3 -
Easy to get through 3 -Ads that I like 5
Is innovative 1Offers the latest tech 2
Good range of VAS 5New schemes frequently 0 -
Good value for money -2 -7`) and ui = Any of (`Intender`) (16810) (1
Diff.
Brand Image
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Average endorsementsAirtel RelianceBSNLBrand Image - INTENDERS - PATNA
Airtel BSNL/MTNL Relian
Market leader 3 -1 -3Becoming popular 3 -3 0
For someone like me -5 0 4Recommended by friends 0 -1 1
Brand I can trust -5 3 1Charges accurately -4 3 1
Cares for the customer -2 -1 4Responds immd to comp 0 -1 2
Largest network coverage 0 3 -3Wide roaming coverage -5 9 -6
Easy to get through -2 2 -1Ads that I like 9 -2 -8
Is innovative 1 -2 2Offers the latest tech 2 -3 1
Good range of VAS 6 -4 0New schemes frequently 0 -1 1
Good value for money -3 -1 4
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Session 10
Customer Satisfaction
MeasurementTango Charlie
Facts about Customer Satisfaction
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Facts about Customer Satisfaction
Complaints Do Not Track Customer Satisfaction
Very Well
Unrepresentative Set of Customers
Unrepresentative Set of Problems Most Dissatisfied Customers Dont Complain, They
Walk
We Track Customer Satisfaction Through Our Complaint System
Myth
Fact
Facts about Customer Satisfaction
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Facts about Customer Satisfaction
Loyalty/ Commitment is a stronger predictor ofprofitability rather than satisfaction
Customer Satisfaction Influences Business Performance
Myth
Fact
Why should one worry about customer
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retention?
Customer lifetime value.
Every interaction you have with a customer shouldbe done on the basis that their value to you is thetotal of all the purchases they will ever make, notthat one sale.
For example your most valuable customers areprobably not those who make the biggest purchases,theyre the ones who come back again and again.
This way of thinking also allows you to considermarketing approaches that dont require you to makeback the cost of acquiring a customer in a singlesale.
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The Loyalty Measures
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The Loyalty Measures..
BUSINESSSUCCESS
LOYALTYCContinueontinue
CCommitmenommitmentt
RRecommenecommendd
IIncreasencrease
EmotionalLoyalty
BehavioralLoyalty
What do I
feel about
you?
..What am
I going to
do about
it?
Perception and Attitudes
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Perception and Attitudes..
PERCEPTIONS &
ATTITUDESPerceived Price
RelatedImages
Perceived
value
perceived
Quality
BUSINESSSUCCESS
LOYALTY
CContinueontinue
CCommitmenommitmentt
RRecommendecommend IIncreasencrease
Every interaction is important
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Every interaction is important..
The mos t competit iv e companie s are th os e tha t rec ogniz e that ev eryinter act ion a cus to mer ha s with the ir pr odu cts and serv ic es is areflec t ion o n t heir q uality
Transactions and Experiences lay the foundation of
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this relationship..BUSINESSSUCCESS
LOYALTYCContinueontinue
CCommitmeommitmentnt
RRecommenecommendd
IIncreasencrease
PERCEPTIONS &
ATTITUDESPerceived Price
RelatedImages
Perceived
valueperceiv
edQuality
Customer Experiences
Pre Sales Products DeliveryAfter Sales
ServiceBilling andAccounts
Interactionwith People
Loyalty Segmentation:
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Loyalty Segmentation:
Theoretical model framework is credited to
Dick and Basu, Journal of the Academy of
Marketing Science, 1994
Matrix classifications are based on a
proprietary statistical algorithm developed
by Walker Information
High R isk T rapped
Ac ces sible Trul y Loyal610
25 14
Behavior
Atti
tude
HighLow
High
I do not feel any
emotional attachment.
And I also do not see
myself continuing with
this relationship..
I do not feel any emotional
attachment. I dont feel
like it but I have to continuewith this relationship
I feel good about this
relationship and I have
every intention to
continue
I feel good about this
relationship but I cannot
guarantee a sustained
relationship there are
others also offering good
deals after all
SERVQUAL MODEL
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SERVQUAL MODEL
SERVQUAL:
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SERVQUAL:
When there is a problem, does organization
respond to it quickly? Are staff willing to answer client questions? Are specific times for service accomplishments
given to client? Are public situations treated with care and
seriousness?
Responsiveness:
Willingness to help customers to provide promptservice
If a response is promised in a certain time, does
it happen?
Are exact specifications of client followed? Are statements or reports free of error? Is service performed right the first time? Is level of service same at all times of day and for
all members of staff?
Reliability:
Ability to perform promised service dependablyand accurately
Are facilities attractive? Are staff dressed appropriately? Are written materials easy to understand? Does technology look modern?
Tangibles:Appearance of physical facilities, equipment,
personnel, printed and visual materials
Samples of questions to askQuality Dimension
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SERVQUAL:
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SERVQUAL:
When client contacts service point, will staff
person listen to their problem and demonstrate
understanding and concern? Can staff explain clearly the various options
available to a particular query? Do staff avoid using technical jargon when
speaking with clients? Does staff member call if a scheduled
appointment will be missed?
Communication:Listening to customers and acknowledging their
comments; Keeping customers informed in a
language they can understand.
How easy is it to talk to knowledgeable staff
member when client has a problem? Is it easy to reach the appropriate staff person
in person? by telephone? by email?
Are service access points conveniently located?
Access:Approachability and ease of contact.
Is it safe to enter the premises and to use theequipment?
Are documents and other information provided
for the client held securely? Are use records of clients safe from unauthorized
use? Can client be confident that service provided was
done correctly?
Security:Freedom from danger, risk, or doubt
Samples of questions to askQuality Dimension
SERVQUAL:
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SERVQUAL:
Does someone on staff recognize each regular
client and address them by name? Do staff try to determine what client's specific
objectives are? Is level of service and cost of service consistent
with what client requires and can afford? Are service providers flexible enough to
accommodate to client's schedule?
Understanding the Customer:Making the effort to know customers and their
needs.
Samples of questions to askQuality Dimension
Kanos Model:
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Kano s Model:
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Session 11
Media Research
Tango Charlie
Here is the ad. Please
place it strategically in
electronic and print.
The ads should reach
$$Budget
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Product Manager
Media Planner
Ad Man TV ChannelsPrint Agencies
Brief
I want an adfor my
product that
brings forth
its true
value..
It should
make my
product sell..
I need to prepare a story
board that relates perfectly
to the Target group
I need to ensure that the ad
that I make is effective
Where should I place the
ad? Which Channel? Which
program? Which time slot?
Which magazine? Which
News papers? What
locations?
What is the reach of our
channel/ publication? Which
program is viewed most? Who
reads what? What are the
viewing/ reading habits of working
men/ women, kids, housewives
etc,.?
maximum potential buyers
and should improve the
recall of my product..
Brief $$
Media Researcher
Creative
Media Researchers Kitty:
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y
Media Researcher
Ad Man
Creative Research: Ideation for creative
Story board testing
Ad pre test: Pre launch
Ad effectiveness measurement: Post launch
Ad track
Media Researchers Kitty:
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y
Media Researcher
Syndicated Readership surveys (IRS, NRS)
Syndicated Viewership surveys (TAM)
Media habit surveys (Customised) for TG
Media Planner
TV ChannelsPrint Agencies
Television Audience Measurement
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Television audiences are measured in two main ways:
using diaries,
and using meters.
With television (unlike radio), the survey unit has usually been
the household, not the person. That's because most households have had only one TV set, andpeople have usually watched together.
The mainstay of TV diary or meter results is still the "rating" -the percentage of all households that viewed a particularprogram
Measuring TV audiences with diaries:
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A diary survey is done by choosing a random sample ofhouseholds, and sending interviewers to visit those households.
When a household agrees to co-operate in the survey, theinterviewer usually leaves one diary for each TV set in thehousehold
A diary normally runs for one week or two weeks.
Often there are several "practice days" at the beginning that arenot used to generate statistics
Measuring TV audiences with diaries:
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The idea is that the diary is placed on top of the TV set,
stays there for a week, and whoever watches a program
on that set fills in the diary to show what channels they
watched, at what times
Measuring TV audiences with diaries:
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Each double-page opening of the diary usually has a large
table.
The rows show all the quarter-hours of the day, while
there is one column for each TV channel in the survey
area.
People indicate their viewing by ticking the box for the
channel they watched, during each quarter hour.
Such a diary doesn't show which people in the household
were watching: the tick only means that somebody was
watching.
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Measuring TV audiences with diaries:
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Though this soundssimple enough.
The results are oftenmessy and people
don't try very hard toco-operate
Measuring TV audiences with meters:
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Unlike a diary survey, where the respondents are
different each week (or each two weeks, for a 2-week
diary) meter surveys use panels of people for months at a
time - anything from 6 months to 2 years.
That's because of the expense of installing meters. When
a household agrees to co-operate (usually for some
reward, such as guaranteed maintenance for their TV
set), a technician comes to the home and wires a meter
to each TV set.
Measuring TV audiences with meters:
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In countries where most homes have a connected
telephone, the meter is also connected to the phone line.
The meter automatically records the channel the TV set
is tuned to, minute by minute.
In the early hours of the morning, the research company's
computer automatically dials the meter, which sends
that household's viewing data for the previous night
Peoplemeter:
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Typically, the peoplemeter sits on top of the TV set.
A common type of peoplemeter has 8 lights on its front,
numbered 1 to 8. The meter has its own remote control,
with 8 buttons, one for each person in the household, andthe others for their occasional guests.
So when button 1 is pressed, that tells the meter that
(say) a man aged between 35 and 44 is watching. Guests
are prompted to enter their gender and age group.
Peoplemeter:
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When the TV set is switched on, all the lights start flashing.
It may also flash up the message "Who is present?"
As this is annoying for the viewers, they are likely to press theirpersonal buttons to stop the flashing.
When the TV set is on, and nobody has pressed a button for about 45
minutes, all the lights start flashing again.
If nobody then presses a personal button, the meter assumes they'reall out of the room, and doesn't record any viewing.
But if at least one person presses a button, the meter keepsrecording that viewing
Measuring TV audiences with meters: Indian scenario
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A joint venture company between AC Nielsen & Kantar MediaResearch/ IMRB, TAM Media Research is the TV Viewership analysisfirm of India
The viewership cell runs what is one of the largest Peoplemeter TVPanels in the World with more than 20,000 sample individualsrepresenting all the Class-I towns (towns with population more than100,000) polled every week for their Viewership habits!
This division measures television Viewership of audiences for the250-plus TV stations operating in India
10000+ peoplemeters
TAM does not claim to measure TV viewing All India Covers Metros+ 17 Small towns with population of 1 to 10 lacs The marketscovered account for 29 million TV Homes
Television Audience Measurement: How it
works?
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works?
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Second Step: The Panel
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The entire sample is split equally among the 4 SECs. (A,B,C and D)
Thus a sample of 100 would be split as 25 each in four cells representing the
four SECs.
These four cells are then again split by access to C&S thus giving eight cells.
This is further split by the four age groups and two sex groups.
TAM represents markets as either Metro or Rest of State. For e.g. Mumbai and
Rest of Maharashtra the latter data coming from five towns; three of these
towns are those with a population of 5 lakh+ and two with a population of
1lakh+.
Second Step: The Panel
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Panel Control:
The Panel is regularly checked for compliance.
Essentially the panel has to represent the universe and hence TAM has
panel control parameters to ensure that the panel is truly
representative.
For instance, one of the panel control parameters is whether there is
more than one TV set in a home and hence in Delhi where ~11% of
homes have more than one TV set, a proportionate no. of Panel Homes
are selected with this profile
Third Step: The Peoplemeter and training
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The homes selected by the above process are revisited and invited to join
the panel.
Peoplemeters are installed on every TV set in the panel home. Each meter
is capable of accurately monitoring, every second, 24 hours per day, 365
days per year, what is being viewed on each TV set, by whom, and of
storing this data.
One meter in each home is then enabled to transmit all the stored data to
the Production Centre, by means of the family's telephone line, or a
dedicated cellular (analogue and GSM) telephone line.
After agreements such as the confidentiality agreement have been signed
between the panel home and TAM, intensive training and counselling is
given to the panel homes and data is used post stabilization.
Fourth Step: The Polling
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Polling is the process of transmitting the data from thepeoplemeters to the central production center.
In most cases between 02h00 and 06h00 daily, via thefixed telephone line from the home or utilising a GSMmodem installed in the meters Transmission Unit.
Every night, the data stored in the memory of the onlinepeoplemeter is retrieved ("Polled"), via telephone lines,cellular telephone networks or dedicated radiofrequencies, using TAMs production software.
Fifth Step: The Production Software
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Fifth Step: The Production Software
TAM data retrieval and production system,
Extensive and flexible reporting at all phases of
data production.
Si th St TV E t
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Sixth Step: TV Events
TAM data is not comprised only of individual televisionviewing data, but also of a database of TV Events.
While the TAM data produced from the informationcollected by the peoplemeter, provides individual-by-individual, minute-by-minute audience data, it does notassociate this viewing with particular programmes.
S th St A l i S ft
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Seventh Step: Analysis Software
Comprehensive analysis software multiplies the value of the
TAM data.
At the front end of the TAM system, the analysis software
allows clients to use and analyse the TAM database.
The enormous amount of detailed data and its richnessexclude the possibility of using printed reports, except in the
case of very simple analyses.
Print Media surveys:
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ABC: AUDIT BUREAU OF CIRCULATION
NRS: NATIONAL READERSHIP SURVEY
IRS: INDIAN READERSHIP SURVEY
AUDIT BUREAU OF CIRCULATION (ABC) :
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ABC is one of several organizations of the same name operating in
different parts of the world.
The ABC is a non-profit, self-disciplining, voluntary organization
consisting of Publishers, Advertisers and Advertising Agencies.
It has done pioneering work in developing systems to verify the
circulation data published by those newspapers and periodicals, which
have earned the right to display its emblem.
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AUDIT BUREAU OF CIRCULATION (ABC) :
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A firm of Chartered Accountants approved by the
Bureau checks the circulation figures so arrived at.
The Bureau issues ABC certificates every six months
to those publishers whose circulation figures confirm
to the rules and regulations set out by the Bureau and
duly certified by a Chartered Accountant who is from
the approved panel of the Bureau.
AUDIT BUREAU OF CIRCULATION (ABC) :
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ABC's membership today includes 380 publishers of national and regional
importance, 189 advertising agencies, 74 Advertisers & 19 New Agencies
and Associations connected with print media and advertising.
It covers more than 50 major towns in India.
AUDIT BUREAU OF CIRCULATION (ABC) :
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Facts and figures, which are checked and certified by an independent
body, are very important in advertising business. It increases confidence
and sets high standards.
An advertiser would like to know the facts and figures before investing
his money in advertising. And before investing the money, the advertiserought to know how many people buy which publication in which area.
AUDIT BUREAU OF CIRCULATION (ABC) :
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The ABC gives all these vital facts every six months. The ABC figures are
not the outcome of opinions, claims or guesswork, but they are the result
of rigid, in-depth and impartial audits of paid circulations of member
publications by independent and leading firms of Chartered Accountants
working in accordance with the rules/procedures set by the Bureau.
An advertising agency would want to make valid and rational
recommendations for the proper distribution of his clients' advertising
budget.
A publisher gets a Certificate of Circulation, which is a proof to the
advertiser of the coverage he is offering.
NATIONAL READERSHIP SURVEY (NRS)/ INDIAN READERSHIP
SURVEY (IRS)
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There are the two main sources of obtaining data to determine readership
of any publication:
1. National Readership Survey - NRS
2. Indian Readership Survey - IRS
NATIONAL READERSHIP SURVEY (NRS)/ INDIAN READERSHIP
SURVEY (IRS)
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National Readership Survey is a survey on all media, but especially the
print medium, conducted by the National Readership Studies Council
(NRSC) - supported by Audit Bureau of Circulation (ABC), Advertising
Agencies association of India (AAAI) & Indian Newspapers Society.
Research agencies involved are: IMRB, TNS, AC Nielsen
Indian Readership Survey is conducted by the Media Research Users
Council (MRUC) in association with Hansa Research
NATIONAL READERSHIP SURVEY (NRS)/ INDIAN READERSHIP
SURVEY (IRS)
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Both NRS & IRS
Gives media consumption habits, product ownership &
consumption, lifestyle indicators information on macro
demographic & geographic parameters.
Population coverage: 12 years & above
Sample size: over 200, 000
Geographic coverage: All India (Urban+Rural)
Sample Frame: Electoral rolls based on 2001 Census
definition of Urban Agglomeration
RADIO AUDIENCE MEASUREMENT
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Popularity of Radio as a medium is on the upswing and soon it will create
a considerable impact.
Advertisers now see FM to be a very vital medium for communicating
with their target audience, resulting in a growth in FM listenership.
Due to privatisation, radio ad spend is expected to grow over the next 5
years.
It is also predicted that Radio would have a growth pattern similar to one
observed during the Television boom.
RADIO AUDIENCE MEASUREMENT
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There is a need to have a reliable audience research, which would
provide continuous measurement of radio audiences so that growth of
this reviving medium can be tracked. A dependable study with high
quality standards will lend credibility for the medium.
MRUC has made an entry into Radio Audience Measurement Study with
ACNielsen partnering the research.
Indian Listenership Track is the first syndicated study of its kind in India
that will enable users to plan for this fast reviving medium.
RADIO AUDIENCE MEASUREMENT
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For nearly 40 years the most dominant research techniques used to
assess media viewing and listening habits has relied on audience
members to manually maintain records via journal entry.
However, these personal diaries are fraught with problems, most of it tied
to faults in human nature, such as failing to keep accurate records.
These problems have led broadcast networks and advertisers to
frequently question the effectiveness of manual reporting.
In particular, audience measurement for radio has been remarkably
ineffective especially when compared to television.
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RADIO AUDIENCE MEASUREMENT
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The PPM, which is about the size of a pager, is designed to
detect specially encoded (though inaudible to listeners)messages emitted by radio stations who have signed on for the
service.
When the PPM comes into contact with the audio output of a
radio station sending the message it records the encoded
information. Contained within the message is data thatidentifies the station and a time stamp indicating when the PPM
came into contact with the message.
At the end of each day participants in the survey place their
PPM in a cradle that not only recharges the units battery but
also submits results over telephone lines or Internet hookup toArbitrons database.
RADIO AUDIENCE MEASUREMENT
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MobilTrak of Herndon, Virginia, is marketing a research
technology that attempts to eavesdrop on cars to find out whatmotorists are listening to.
The science behind MobilTraks Radio Monitoring System, is
based on the concept that radios, like most electronic devices,
emit electronic signals when in use.
Radios are further unique in that the signal produced is unique
for each station.
MobilTraks so-called sniffer method employs receiving
stations installed at intersections in high traffic areas orspecific locations, such as shopping malls. These receivers
randomly scan the intersection as cars pass by and forward the
information over wireless telecommunication networks.
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Thank You!
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